Search Results for : Experiential Marketing

Data is the most valuable currency in the 21st century. Data and analytics guru, Bernard Marr said: “While the average small business has less self-generated data than big players. . .this doesn’t mean big data is off-limits. In fact, in many ways, big data is more suited to small businesses, because they’re generally more agile […]

Katie Streten, Experiential Strategy Director at Geometry MENA, explains how experiential is an opportunity for greater connection. The current situation has CMOs in a bind. They are fully aware of the need to engage consumers and customers across multiple channels, and they are also aware of the benefits brought by those different channels. In other […]

Geometry Global, WPP’s end-to-end creative commerce agency has appointed Safwan El Roufai to lead its experiential offering as Executive Vice President for Middle East & North Africa. Communicate got an exclusive interview with Roufai to learn more about his new role and what plans he has in store for the agency. Why make the shift from […]

On Sunday, Epic Games, the developer of online battle royale video game Fortnite, tweeted a cryptic phrase stating: “This is the end.” As of right now, the Fortnite Twitter page is live streaming a black hole, with no tweet left to read and a black icon as its display picture. Much like the snap of […]

Surkus, a multi-sided experiential marketing platform has made its debut in the United Arab Emirates. This announcement follows international roll-out in markets including the US and Hong Kong with over 750,000 engaged users around the world, a statement said.  The platform will be headquartered in Abu Dhabi’s Hub71 startup ecosystem. Surkus said in the statement […]

Marriott International is launching a global marketing campaign introducing Marriott Bonvoy, the new name that replaces Marriott Rewards, The Ritz-Carlton Rewards and Starwood Preferred Guest (SPG). The campaign celebrates Marriott Bonvoy as a travel program with the tag line “Rewards Reimagined” through its 30 hotel brands. “Marriott Bonvoy expresses the joy of ‘good travel’ made […]

The key to effective brand management is creating a positive and memorable brand experience for customers. A brand experience is an ecosystem that exists around a brand or product, manifested in the sensations, feelings, cognitions, and behavioral responses evoked by a brand. The Brandberries interviewed Daniele Calderoni, regional brand and portfolio director of MARS, to get his take on […]

Brands of today need to group their efforts on delivering the best ‘return on creativity’ to fuel their performance. It’s impossible for a brand to rise above the noise without creative strategies to help them shine. The current renaissance of technology has created huge challenges for brands, but they have also created a playground for creativity. […]

Lightblue, which has positioned itself as a “brand adventures agency”, has announced that Craig Borthwick will be joining existing partners and founders David Balfour and Ian Lynagh. Borthwick, who has been with Lightblue for five years, was instrumental in growing the company, expanding the team and building relationships with global brands in the region. In […]

Clients want one partner to simplify the fragmentation and data – and today’s shops may not be among them Winter is coming. The old families are preparing their troops and poring over strategies in a race to secure their territory before it is invaded by new and unfamiliar forces. The best option might be to […]

In my 13 years of PR experience, the Middle East PR industry has evolved to grow from a handful of fully-fledged agencies a decade and a half ago, to an extensive array of agencies of all shapes, sizes and specialties offering a variety of services. Fifteen years ago the media landscape in the region didn’t […]

After a fairly positive 2015, the client-agency motivation and dynamics have hit a barricade with the number of agencies recording relationship improvements falling from 70 percent confidence to less than 50 percent. This is due to an increasingly competitive scenario of agencies, freelancers or those ‘wanting to do everything’ individuals in town, where clients work […]

Effective July 1, Leo Burnett MEA’s experiential and shopper marketing division ARC will function as an independent agency, serving all Publicis Communications agencies in the region. The move follows the global restructure of Publicis Groupe, which Raja Trad spoke about earlier this year. Raja Sowan, currently regional director of retail engagement practice at ARC, will […]

Depending on what time it is right now, you’ve been marketed to anywhere between 100 to 5,000 times. Of that, you may be aware of perhaps 86 of those instances of ad and brand exposure. Ultimately, only a dozen would have made any impression. However, when it comes to choosing one brand over another – […]

  The production house was, once, a very defined roof under which a very defined set of people lived. They all knew their roles and their job was clear: to produce. As the old adage goes: times change. Digitization has forced the production industry to evolve and function in a much more collaborative way because […]

As the regional advertising industry grows – thankfully – so do the number of ‘specialist’ agencies, positions and titles. It could be the result of the growth of specialized fields, be it digital or experiential marketing, or it could simply be the need to define roles further as advertising gets more integrated and, maybe, even […]

  Early last month, HR solutions provider Aon Hewitt released its annual Global Salary Increase Survey, which confidently projected a 4.8 percent hike in salaries for UAE companies in 2015, albeit down from 5.1 percent last year. The predictions were slightly higher for companies across the GCC (5.1 percent) but, again, had dropped from last year’s 5.5 percent increase. These forecasts sit […]

  With the increasing penetration of mobile devices in the MENA region, it’s no surprise that the media closest to a consumer is his mobile device. This high level of accessibility is at the inception of the multiscreen phenomenon – people watch TV with their eyes and fingers on the screen of their mobile device, […]